Reverse Engineering a Content Calendar with a Hashtag #imex17
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10 steps in creating a content strategy. How can a brand leverage existing digital conversations to build a proper strategy? This presentation was delivered at IMEX17, the world's larges travel expo.
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Reverse Engineering a Content Calendar with a Hashtag #imex17
- 1. From # Hashtag to Calendar #imex17 @mordecaiholtz
- 2. Group Selfie? Tag it #imex17 1, 2, 3
- 3. ● Co-Founder & Chief Strategist @ Blue Thread Marketing ○ Clients in 5 countries: from startups to cities ● Blogger ● Key Opinion Leader for Huawei ● First international elected member of NISM
- 4. Who Here?
- 5. why?
- 7. Road Map
- 9. Efficiency
- 10. Effectiveness.
- 13. 10 steps
- 14. Fundamentals
- 16. 1. Audit
- 17. Content Twitter Facebook Google + Daily content, list of keywords On post & 2x untimed 1x post generic image or no image Only on brand page Content & Social Audit
- 19. Pillars, Themes
- 21. 3.
- 23. keywords: AR/ VR , augmented reality, virtual reality, tech, arnews #TechChat Monday Tuesday Wednesday Interview Series & Personalities Tech/Innovation Brand Centered Overcoming the challenges of AR/VR Product Highlight Where is the value in AR/ VR Applications of our Glasses
- 24. 4. Twitter Chats
- 26. 5. Timing
- 28. 6.Frequency
- 32. 8. Automate
- 34. 9.Engage
- 36. 10. Take it Offline
Editor's Notes
- Who here is active on social media? Who here takes selfies? Do you ever share content or ask participants to use a hashtag? Before I start, I’ve always wanted to open a presentation with a group selfie. Can we just take a quick one. Each one, where ever we’re sitting will take a group selfie and tag it with this hashtag...
- I’ve been working in the digital marketing space for a few good years now. Working with companies that range from startups to the cities.
- Who here works in social media? Does your company have a social media manager? Are they strategic about their marketing? Has anyone asked them about a real strategy? Or how to connect a strategist to real goals?
- Social media isn’t just something to check off in the list of marketing efforts of a company. It’s not something that teens or the next generation are meant to handle for a brand. It is the next generation of marketing but it doesn’t live in a vacuum.
- Before you invest the time into building out a completed calendar, you probably want to know what the real benefits are.Why should a company use a social media editorial calendar? Here are four reasons according to Co-Schedule one of the world’s leading collaborative social media content scheduling, sharing tools.
- Organization. Managing multiple social media accounts can turn into a mess extremely fast. That kind of disorganization will kill your efficiency. It can also diminish the effectiveness of your social media marketing efforts. Knowing what you’ll say and when you’ll say it saves time so you can get other important things done.
- Accountability. Calendars are great for setting deadlines. It’s easy to procrastinate when deadlines are flexible (or nonexistent). Laying out a clear plan eliminates excuses for not knowing what content to publish on your social channels.
- Efficiency. No one ever has enough time. However, planning your social media outreach with a calendar lets you make the most of the time you have.
- Effectiveness. This is the benefit that supersedes all other benefits. After all, efficiency without effectiveness really just means doing things poorly, quickly. Using a calendar allows you to schedule your messages for optimal times, increasing the odds they’ll get seen.
- According to wikipedia: content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, blog posts, photos, q & a,
- In short, it’s marketing that doesn’t suck. It’s actually helpful to an audience. It speaks to the audience and also inspires them. It doesn’t talk down to them.
- Now that we know what content marketing is and why any brand should have a content calendar, it’s time to get practical: We need to know how to build one and how to really make it work for you? Here are my 10 steps in building a solid content calendar, enabling any company to really market their content across social and traditional platforms.
- Before we start discussing practical steps, we need to understand that the premise to content marketing is based on the fundamentals of consistency, knowledge, and being authentic. Brands must be consistent. Any attempt to implement these strategies for even a month and the give up, it’s guaranteed to fail. Know your audience. Know their patterns, their preferences, their input. Content marketing means the brand is being authentic. No room for automation in terms of non-engagement. It’s a conversation. It’s about knowing, educating, maintaining current customers as much as it is about gaining new ones.
- Social media, content marketing is a long-term game. It’s a marathon not a sprint.
- After vowing to embrace the fundamentals, an important step in growth is to first assess what’s been done. Conduct a social media audit of your existing process, strategy, and flow. Calendar of content: yes, this is number one on an audit. Without a content calendar that stresses consistency, valuable brand focused and industry relevant content the entire social media and digital effort will be sloppy. Audience Mapping: Identify leaders, influencers, and key figures in the space. Content should be shaped and guided by the conversations of these industry figures. Focus the brands engagement efforts and optimize content to this audience. Additionally, the content style of others in your space should offer insight into what resonates with the readers. Timing : Content should be posted at optimal timing based on the highest concentration of readers. The easiest method to start an audit about timing is to use Facebook Insights which will highlight the trends. Frequency of Content Sharing and Use of Hashtags: Posting content at the right time is one aspect of timing. The frequency of sharing relevant content to these audiences is also important. It does take a bit of trial and error. Using hashtags can also boost reach of your content. How often is content posted? When are hashtags, if at all, used? How many hashtags? Image Quality: Unfortunately, this is a problem that many brands confront. More about this later. This should be as important as the actual content. Is the image shareable? Will it look right when shared across digital channels? Has it been tagged on the CMS backend? Word Choice on Posting: Brands often auto share their content without being mindful of what will actually engage their readers. Engagement vs Automation: Every brand schedules content. Automation helps but it can’t replace human interaction and engagement. How often is content scheduled and pushed out and how often does the brand engage with its users, those who share its content?
- In order for a brand to truly grow its organic audience and, by default, its reach, it needs to be strategic about its posting of content. Creating a proper schedule that drills down to the topics, the word choice, timing, style on each social platform, what CTA (only one per post please), awareness of important calendar dates within the industry or relevant holidays, will focus all marketing and communication efforts. Synchronizing these efforts is the most important. Why? Knowing these critical pieces of information eases the entire flow of content to be a deliberate process. A complete content calendar spans over a few months and includes all of the postings and themes that will be focused on during this time frame. The calendar should be amenable to change, as trends shift and brands need to modify accordingly. A calendar should not only include campaign themes, but also any events, sponsorships or webinars.
- Every business, regardless of size, industry, or location is filled with information. Now it’s just a matter of taking this potentially brilliant content and sharing it with the world. Still offering value to the customers, just seizing every opportunity to serve it in a different style, alternative angle, or make the product look that much more attractive.
- How can hashtags define an entire content calendar? Hashtags simply let a brand associate their content, tweets, or posts with a larger conversation on a global scale? Yes, global. So a brand can easily grow their page by using a hashtag? Yes! It's like adding keywords to your message to make it globally searchable. Which hashtags are right for your brand? Use Hashtagify to identify the relevance of a specific hashtag and other relevant ones associated to the main one Once identified, brands can then leverage this information for competitive research, content curation, and influencer mapping. Every industry has hashtags. Remember, they’re like keywords.
- For the sake of example, a company working in the travel industry. Every Tuesday, there is a conversation called #ttot, travel talk on Twitter. On this day, travel professionals from around the world engage in industry related conversations. Why not leverage this to grow your audience? Tuesdays are now set in terms of branded content. Continuing with the travel theme, any destination is rich with history. Why not use the popular #TBT (throw back Thursday) to highlight the changing landscape of a location over time?! With two days of content framed around hashtags, the rest of the week should be much easier to plug in.
- Once a brand has mapped the right hashtags, go one step further by searching for relevant Twitter chats. These weekly or bi-weekly online conversations on Twitter are a secret way to grow an organic audience. Use the Twubs to search the extensive calendar for relevant conversations. Access a global network of relevant people, engage in meaningful conversations within its industry, and identify active users all organically.
- Once you know what to post, now it’s time to determine when to post it. Organic growth starts with knowing when your brand’s audience is online. Timing for each platform does vary. We even wrote a post the best times to post on each platform, which digs deep into the topic of timing content for optimal viewing. For a day-to-day analaysis, Hootsuite conducted extensive research on optimizing the timing of content for best engagement. Which day is missing? Sundays. For DFX, Sundays, an otherwise slow time in the trading/ financial sector, was a chance for the brand to offer valuable information that is relevant to the upcoming week. It was also a time to highlight some key figures and personalities in the industry. Why? By offering valuable on a slow day, DFX positioned itself as an active participant in the online conversation. It also presented itself as community-minded brand since every week the content on Sunday’s was focused around other brands. The proactive content and engagement approach, during an otherwise quiet time in the industry, significantly grew the brand’s organic audience.
- Once your brand knows when to post the content for optimal viewing, now the question is how often should a brand post its content. Guy Kawasaki is famous for his unique social media content strategy, sharing the exact content four times a day, 8 hours apart. Why? Simply stated, why get 600 views when you can get 2400 by sharing it multiple times? Besides, if your audience sees your content more than once then they’re probably sitting in front of their computer for way too long. A twist on the Guy Kawasaki method, which has helped many clients, is to share the same piece of content is shared on Twitter 4-6 times a day and on Facebook two-three times a day, but each time either the image or the content (not the link) varies. How does a brand repurpose its content for multiple sharing throughout the day? Think about each blog post as a newspaper article. Every article has multiple angles that may interest a reader. Why not offer them as ‘new’ content options?
- Organic growth on social media can be as simple as mapping your target audiences. Start by telling BuzzSumo the category of content that best suits your brand, BuzzSumo will produce a list of the most influential people in the space, it will also share a list of content pieces that have performed extremely well. Makes your job a whole lot easier. Start by following these people.
- For DFX, we mapped over 3,000 influencers and brands that we’d like to work with and engage in meaningful conversations (more on that later). 3,000. It took a long time to map them but the ROI was impressive. Once a respectable list is generated, sort each member of the audience, especially competition, by their social following. Next, is to follow these brands on Twitter and Facebook who share content that resonates with your brand profile. What will most likely happen is that top ones will rise to the top. Use their metrics as a benchmark. At DFX, we followed them across social channels, like Facebook Pages to Watch, signed up to their newsletters, and subscribed to their RSS feeds. Use a service like Nuzzel to do scour the internet of your main audience and their best performing content. They will email the most-shared content from your audience. If the list of influencers is really good, then the results will be super relevant, making organic growth a cinch. Guess what? Your brand has just mapped the right people and now it also knows what content is doing well. Once you know what’s doing well and what others are writing about, wouldn’t it make sense to add some value to the conversation by writing a content piece about the topic and mention these people?! Of course it would! Then post the content and tag these brands :) Unique, valuable content, targeted to your audience, and garnered by the leaders of your space. Organic growth was never so easy :) Want to take the audience mapping to the next level? Create an interview series with these influencers as the guest contributors offering their thoughts on the industry and their vision on certain topics. Influencer marketing does work, here’s how Huawei rocked their marketing efforts. Now it’s your turn to share it and engage these people.
- Unless your brand is Superman, there’s never enough time in the day to post content around the clock. Automation helps with making social media growth more efficient and effective. It’s not intended to be the only form of social media. Automation is half of the solution. Care to guess the other? Yup, engagement. See number 6. Once a brand understands that automation and real conversations are BOTH important, that real organic growth can take place. Looking for automation tools? Here’s a list of 9 social media management tools that cross all platforms.
- In this post, I cover Buffer, Hootsuite Post Planner, Tailwind, OnlyPult, Beaver, Loop88, Tweetdeck, Zoomph
- Social Media is a Behavioral Shift. It’s not a broadcast platform. Engaging an audience and a community is one of the toughest aspects of social media marketing. Finding the right balance between branded content and audience generated content is not easy. For every brand it will vary. For some it can be funny pictures, memes, videos, gif’s, or a whitepaper. Once a brand does have a following it means engaging, supporting and sharing their content, responding to their comments, and helping them if necessary. How do you get more people talking about and interacting with your brand on social media? Stop talking about your brand! Yup, that’s right. Avoid being overtly promotional. The more narrative based content or industry related content and interesting pieces of information that aren’t brand focused will show the community how real the brand is. It may sound counterintuitive but it works. Want to engage an audience? Find a conference. No brands don’t have to attend every industry conference. Why not use the conference specific hashtag (there’s that reverse engineering thing again) as a means to engage in conversations?!
- That’s right, one of the best ways of growing an organic social audience is to find ways to take it offline. That could be a phone call, a webinar, a meeting at a conference (via the hashtag), or webinar. Bridge the online offline gap and a put a face to the brand. Make it happen. Tweeting and posting can be done all day, but until a real connection is made, the deal won’t be sealed.
- No matter what tool you choose, you need to select something that will set you up for success. I often find that those who take the time to plan, edit, and execute their editorial calendar are far more likely to succeed, and build the traffic that they need for the long run. Content marketing editorial calendars aren’t necessarily new, but you might be surprised at how many people choose to not use them. That’s their loss and your advantage. The content marketers that dedicate themselves to great planning and content creation will always come out ahead.